Advertising

UnTypical Whiskey Needs an Untypical Ad.

Most adult beverage ads follow typical themes that are designed to appeal to a broad demographic with an occasional break out amongst them. For the most part, though, they are predictable, whether it’s beer, wine, whiskey, vodka, or the ubiquitous hard seltzer that is everywhere these days. As we ramp up to the height of the holiday season, be prepared to see more of them if you still watch live TV or use a streaming service that won’t let you skip ads.

To break free of the current trend of whiskey ads that feature some sort of woodsy man theme with barns full of barrels, and a money shot of brown liquid in a glass surrounded by an exuberant amount of atmosphere 1792 and Ariel Costa of Hornet tried a different approach. Working with BUNTIN, Costa decided to embrace the difference that sets 1792 apart focusing on a more urban, stylish, and sophisticated look. The thirty-second spot produced by Hornet features atmospheric and intriguing content as well as highly crafted animation and sound design – all designed to dramatize the premise that “An UNtypical night calls for an UNtypical whiskey”.

BUNTIN working with Hornet and Costa decided to embody that difference 1792 brings to the tables and put it at the heart of a new campaign called “UNtypical”. Launching with ‘The UNtypical Stories”, a digital and social initiative that includes paid and organic social media, online videos, retargeting, and website content.

“1792 bourbon is distinctly different,” notes BUNTIN Co-President and COO Dave Damman. “It doesn’t act like other bourbons, doesn’t taste like other bourbons, and certainly doesn’t look like other bourbons. Its unique position and packaging clearly stand out in the ever-growing bourbon category.”

For 1792, Damman says BUNTIN is developing a campaign focused on 1792’s “untypical” and differentiating factors. “1792 has more sophistication and style than other bourbons, and the bottle design and tasting notes back that up,” he says, adding that the creative will focus on the brand’s product essence through stylish visuals showing 1792 as the “key” that unlocks unexpected cosmopolitan experiences. “We want to inspire people to express their own unique style and be anything but typical.”

The new creative, which will rely heavily on video across digital media, will begin appearing in the U.S. prior to Thanksgiving, with plans to extend the campaign to markets in South Korea and China in early 2022.

This is such a nice approach for an adult beverage ad. They could have gone down a tried and true path producing a forgettable 30-second spot. This however stands out. It’s got a great look and feel and definitely appeals to an audience that is looking for a sophisticated urban vibe. It’s very much on brand point for 1792.

Chuck Norris (and Aker) Are Saving the Planet

Oslo based agency ANTI has put together a web video for the Norwegian energy company Aker that take Chuck Norris to a whole new level. The two minute spot plays off all the Chuck Norris meme’s from the early 2000s and blends some really nice CGI with live action shots. Great writing and concept help take this to the next level.

Directed by Espen Sandberg (Pirates of the Caribbean: Dead Men Tell No Tales) this high production value spot does a fantastic job of communicating what Aker does, and how they are benefiting the environment while keeping the viewer engaged.

I love the fact that Chuck Norris plays along and hams up the spot, and I especially like the fact that Aker was willing to go all in on the concept. Not bad for a company that operates in a sector that tends to be conservative when promoting what they do. When Chuck says “I eat Krill for breakfast”, I laughed out loud. Way to go ANTI

Motion graphics and CGI: prodco Motion Blur Agency ANTI

Rollerblading Turtles Get Me Every Time

A good broadcast advertisement should hook the viewer and keep them watching until the very end, be it 15, 30, or 60 seconds in length. UK train operator Avanti West Coast does just that with a wonderful feel-good 60 second spot that features a rollerblading turtle. What better way to welcome passengers back after 18 months of pandemic than with a fun spot like this. The tag line at the end of the spot sums it up perfectly.

This spot was directed and produced by Tom Kuntz and London VFX force Untold Studios. While you might not know the names off the top of your head, if you do a search for either on Vimeo you’ll recognize their work. Take a minute and enjoy the video below, its absolutely fabulous.

Beer For All

Droga5 has crafted a new spot for BrewDog and I have to admit, this is one of the best 60-second spots for a beer that I have seen in quite a while. Their very clever script and VO drew me in and hooked me, making me wonder what the next bit will be as the ad progressed.

BrewDog and Droga5 demonstrate that they defy convention in the way BrewDog brews its beer culminating in the announcement that BrewDog is the world’s first carbon-negative brewery. The campaign shows the different lives that its customers and even non-customers lead, and highlights that its carbon negative credentials mean that it is here for the planet and all of its inhabitants. As the world’s first carbon-negative brewery, BrewDog offsets double its entire carbon footprint through tree planting initiatives around the world.

It also brews using renewable energy, uses packaging made from easily recycled materials, and prioritizes local ingredients, as well as transporting its beer in the UK’s first electric 19-tonne truck. Similarly, the new ‘The Planet’s Favorite Beer’ ad campaign challenges the stereotypes in traditional beer advertising, takes the worthiness out of woke, and offers a comical take on the array of people inhabiting planet earth.

The TV ad tells us that BrewDog is not just here for laughing hipsters and clichéd father-son moments; nor is it reserved for its core market of beer lovers. BrewDog is here for all the weird and wonderful people in the world: people who believe in aliens, happy couples, unhappy couples, shoplifters, vegetarians, vegetarians that lie, bad swimmers, people who meditate (but are really just thinking with their eyes closed). Some scenes feature people explicitly ignoring the product or actively rejecting it.

The key message is that BrewDog operates in a way that helps keep the planet alive – whether you drink BrewDog beer or not. The TV ad is supported by Out Of Home advertising and print ads which reinforce BrewDog’s ecological message. Headlined with ‘The Planet’s Favourite Beer’, the ads highlight what BrewDog is doing to stay carbon-negative all done with the brand’s signature humorous, light-hearted touch.

The production of all assets in the campaign has also been offset through tree planting schemes, making it a sustainable campaign in every sense of the word. As part of Droga5 London’s commitment to sustainability, each member of the agency has been granted Lost Forest citizenship and committed to planting a tree in the Forest.